This course will equip you with the tools to shift your focus from blindly chasing new customers to building lasting value from your existing ones. You’ll learn how to effectively manage your customer relationships and leverage Customer Value Management (CVM) to maximize growth and profitability. Through a step-by-step approach, you’ll gain practical insights into segmentation and personalized strategies for targeting high-value customers. By the end, you’ll have a clear framework to boost retention, tailor your offerings, and deliver exceptional experiences that drive loyalty. Stop wasting resources on volume and start focusing on what matters: real value from the customers you already have.
Teams, Tuesday, June 10th, 9.30 am – 3.45 pm (Lunch break 12-1)
PROGRAM
9.00 – 9.30 Welcome and Introduction
09.30-10.30 The Concept of Customer Value
• Value for the Customer & Value for the Company
• Every customer is unique
• Concepts that need to work together: CRM, CX, Loyalty, CVM
10.30-11.00 Strategic Framework for Customer Value Management (Why, What, How) and the Four Pillars for success
• Customer Centric Value segmentation & Customer Strategy
• Customer Lifecycle & Customer journeys
• Omnichannel marketing automation
• AI and advanced analytics
• Discussion: where is the potential for your organization?
11.00 – 11.15 Break
11.15-12.00 Customer lifetime value (CLV) – your North Star metric
• Critical customer KPI’s emotional and behavioral loyalty
• Introducing CLV as a KPI for CRM & CX leaders
• Assessing the value of your customer base
• Increasing the retention rate by 5% can boost profits by 95%
• Exercise: calculating CLV
12.00 – 1.00 Lunch break
1.00-2.30 Customer centric value segmentation
• Who are your “Royals & Loyals”?
• 20% of customers often stand for 80% of the revenues
• Best practice framework to value segmentation
• Strategies for differentiation
• Loyalty programs of the future
2.30 – 2.45 Break
2.45-3.30 Customer lifecycle and customer journeys
• The basis for proactive personalized customer dialogue
• The phases of the customer lifecycle
• How to optimize value at each stage of the lifecycle?
• Create your own model: where is your potential?
3.30-3.45 Summary & Reflections
• Summary
• Reflection & Key take aways
Participation fees will be invoiced. You can change the participant to another free of charge any time. There may be changes to the program.
REGISTRATION
Prices: ASML-members 395 euros, otherwise 495 euros. Prices excluding VAT 25,5%
INSTRUCTORS
Camilla Cramner, main teacher workshop
Camilla Cramner will be main teacher for this workshop. She is a thought leader and expert in CRM and Customer Loyalty, based in Sweden. She is the founder of LoyaltyFactory and the The Loyalty Factory Method ™ which she uses in her teaching and consultancy. Camilla works internationally as an educator, strategic advisor, speaker and consultant in the area of CRM, Customer Experience and Customer Loyalty. She has a broad view on customer relationships and brings 30 years of experience, of which many in senior roles in large multinational companies. Camilla is also engaged with the Marketing Association in Sweden as the subject matter expert on CRM, CX, Loyalty and serves as a founding member and HUBMaster for the Nordic region the European Loyalty Association.
Sakari Forslund
Sakari Forslund is a Finnish CRM and loyalty professional who have worked in several leading positions in different industries for over 20 years. Currently Sakari runs Tokmanni Klubi loyalty program, one of the biggest retail concepts in Finland. Sakari has a strong business management and data driven marketing background. Sakari has now teamed up with Camilla to help also Finnish companies to simplify and improve their customer management activities.